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NEW YORK — As inflation continues to impact the cost of living, a new survey reveals that Americans are taking proactive steps to maintain their current vehicles rather than face the prospect of purchasing new ones.
The study, conducted by Talker Research on behalf of Pennzoil, is shedding light on changing consumer behaviors in response to current economic pressures throughout the United States. In a striking revelation, 73% of car owners surveyed have made a conscious decision to better maintain their old vehicles due to rising costs. This trend is particularly pronounced among older generations, with 75% of Gen X respondents revealing their increased efforts in car maintenance compared to 60% of their Gen Z counterparts.
The survey, which polled 2,000 car owners, uncovered a strong preference for brand-name products when it comes to vehicle maintenance. In fact, 57% of Americans opt for brand-name products over private-label alternatives (34%) when maintaining their vehicles. This preference places vehicle maintenance second only to personal technology (72%) in terms of categories where consumers are most likely to choose brand names.
Respondents were shown a variety of categories and asked if they’d prefer to buy a brand-name product over a private-label product in each category. Interestingly, the study also revealed a divide between DIY enthusiasts and those who prefer professional help. Nearly 80% of consumers rely on others for simple vehicle maintenance, with half opting for professional services and 27% turning to friends or family members. Only one in five drivers perform their own maintenance, with over 40% of these DIYers citing enjoyment as their motivation.
For the majority who prefer professional help, lack of knowledge is the primary reason, with 58% stating they don’t have the necessary expertise to maintain their vehicles themselves. Brand familiarity plays a crucial role for these “do-it-for-me” car owners, with 57% reporting that it influences their purchasing decisions.
Regardless of their approach to maintenance, car owners are united in their willingness to invest in quality products. A striking 63% of respondents identified motor oil as a product they’re willing to spend more on to protect their car’s value over time.
As inflation continues to shape consumer behavior, this survey underscores a growing trend of Americans investing in the longevity of their current vehicles. With a focus on quality maintenance and brand-name products, car owners are adapting to economic pressures by prioritizing the care and preservation of their existing automobiles.
Survey methodology
This random double-opt-in survey of 2,000 American car owners was commissioned by Pennzoil between May 24 and May 29, 2024. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).
